Apple may currently be king of consumer gadgets but the company is failing to hit similar heights in a list of the world's most valued brands.

The iPhone maker languishes in 24th place in the Best Global Brands 2008 survey conducted by market-research organisation Interbrand.

In contrast, Google moves into the top 10 for the first time, up from 20th place last year.

Although Coca Cola tops the brand pile, tech companies dominate the top 10 with IBM (second), Microsoft (third), Nokia (fifth), Intel (seventh) and Google (10th) all making the list.

Interbrand calculated the value of the brands by taking into account revenue forecasts, market research and brand risk analysis — including factors such as customer loyalty.

According to Interbrand's criteria, Google's brand value has risen by 43 percent in the past 12 months to $25.6bn, while Apple's has increased by 24 percent to $13.7bn.

Jez Frampton, chief executive of Interbrand, told silicon.com that despite Apple's seemingly low position, its rise up the rankings has been significant. He said: "This year [Apple] have jumped up faster than any year before."

The Interbrand report added Apple's main strength is the "ability to identify new customer needs and deliver products of beautiful simplicity and desirability".

The report meanwhile attributed Google's success to "innovations like Google Mobile, Google Docs & Spreadsheets and Google Book Search" which has extended its "reach and ubiquity".

Frampton said people are now using Google as a "bellwether for the internet" rather than the more established tech players.